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We Are Social Presents The Social Marketing Mix

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Social media success isn't just determined by what your brand does in social media. In this presentation, Simon Kemp explores how brands can use every aspect of their marketing mix – from advertising to packaging to HR and even procurement – to inspire organic social conversations that will increase brand awareness and improve social engagement. To find out more, visit http://wearesocial.sg

Published in: Marketing

We Are Social Presents The Social Marketing Mix

  1. 1. @eskimon • #adtechASEAN • 1We Are Social SOCIAL MIX SIMON KEMP • WE ARE SOCIAL • AD:TECH ASEAN • 08 JULY 2015 DRIVING ENGAGEMENT ACROSS THE ENTIRE MARKETING MIX we are social
  2. 2. @eskimon • #adtechASEAN • 2We Are Social SIMONKEMP @eskimon
  3. 3. @eskimon • #adtechASEAN • 3We Are Social
  4. 4. @eskimon • #adtechASEAN • 4We Are Social MILAN MUNICH PARIS LONDON SÃO PAULO SINGAPORE NEW YORK SYDNEY SAN FRANCISCO SHANGHAI
  5. 5. @eskimon • #adtechASEAN • 5We Are Social
  6. 6. @eskimon • #adtechASEAN • 6We Are Social BRANDS WORTH TALKING ABOUT
  7. 7. @eskimon • #adtechASEAN • 7We Are Social SALES PITCH
  8. 8. @eskimon • #adtechASEAN • 8We Are Social MARKETERS ARE ALREADY EXPLORING THE ‘MULTI-SCREEN’ MARKETING OPPORTUNITY
  9. 9. @eskimon • #adtechASEAN • 9We Are Social BUT WHY DO WE LIMIT OUR THINKING TO THESE SCREENS AND DEVICES?
  10. 10. @eskimon • #adtechASEAN • 10We Are Social THERE’S A MUCH BIGGER OPPORTUNITY OUT THERE FOR TRULY SOCIAL BRANDS…
  11. 11. @eskimon • #adtechASEAN • 11We Are Social CONTEXT
  12. 12. @eskimon • #adtechASEAN • 12We Are Social TOO MANY MARKETERS ARE GETTING CONFUSED WITH ‘CONTENT MARKETING’
  13. 13. @eskimon • #adtechASEAN • 13We Are Social WE SEEM TO HAVE FORGOTTEN THAT ‘CONTENT’ IS JUST A MEANS TO AN END
  14. 14. @eskimon • #adtechASEAN • 14We Are Social OUR JOB IS NOT TO CREATE CONTENT; OUR JOB IS TO CREATE CONTENTMENT
  15. 15. @eskimon • #adtechASEAN • 15We Are Social SIMILARLY, WE SEEM TO THINK SUCCESS IN SOCIAL MIRRORS SUCCESS IN BROADCAST
  16. 16. @eskimon • #adtechASEAN • 16We Are Social CONSEQUENTLY, WE’RE SPENDING HUGE AMOUNTS ON PROMOTING OUR CONTENT
  17. 17. @eskimon • #adtechASEAN • 17We Are Social BUT THAT’S BROKEN !!
  18. 18. @eskimon • #adtechASEAN • 18We Are Social SOCIAL SUCCESS IS NOT JUST ABOUT REACH, LIKES, FOLLOWERS OR RETWEETS
  19. 19. @eskimon • #adtechASEAN • 19We Are Social SUCCESS IN SOCIAL MEDIA IS ALL ABOUT INSPIRING FAVOURABLE CONVERSATIONS
  20. 20. @eskimon • #adtechASEAN • 20We Are Social NOT JUST DELIVERING MORE IMPRESSIONS, BUT DELIVERING MORE OF AN IMPRESSION
  21. 21. @eskimon • #adtechASEAN • 21We Are Social THE GOOD NEWS IS THAT WE DO NOT NEED MORE CONTENT OR MEDIA SPEND FOR THAT
  22. 22. @eskimon • #adtechASEAN • 22We Are Social INSTEAD, WE CAN OPTIMISE OUR MARKETING MIX TO INSPIRE SOCIAL CONVERSATION
  23. 23. @eskimon • #adtechASEAN • 23We Are Social USE BUDGETS WE’VE ALREADY ALLOCATED TO OTHER THINGS TO DRIVE SOCIAL TOO
  24. 24. @eskimon • #adtechASEAN • 24We Are Social PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  25. 25. @eskimon • #adtechASEAN • 25We Are Social USE EVERYTHING YOU DO TO DRIVE SOCIAL CONVERSATION AND ENGAGEMENT
  26. 26. @eskimon • #adtechASEAN • 26We Are Social HOW?
  27. 27. @eskimon • #adtechASEAN • 27We Are Social AIM FOR ‘REMARKABLE’ IN EVERY ASPECT OF YOUR BRAND’S MARKETING
  28. 28. @eskimon • #adtechASEAN • 28We Are Social YOU MAY NOT ACHIEVE IT IN EVERYTHING, BUT EVEN A LITTLE EXTRA IS A GREAT HELP
  29. 29. @eskimon • #adtechASEAN • 29We Are Social HERE ARE A FEW OF OUR FAVOURITE EXAMPLES AND SOME ASSOCIATED IDEAS:
  30. 30. @eskimon • #adtechASEAN • 30We Are Social #1PRODUCTS
  31. 31. @eskimon • #adtechASEAN • 31We Are Social PEOPLE ARE MORE LIKELY TO SHARE THEIR PRODUCT SHOTS THAN YOUR SOCIAL POSTS
  32. 32. @eskimon • #adtechASEAN • 32We Are Social SEARCH FOR ‘STARBUCKS’ ON SOCIAL, AND THEIR MOST SHARED CONTENT IS COFFEE
  33. 33. @eskimon • #adtechASEAN • 33We Are Social
  34. 34. @eskimon • #adtechASEAN • 34We Are Social SMALL COFFEE SHOPS CAN HARNESS THIS BEHAVIOUR TO DRIVE SOCIAL SHARING TOO
  35. 35. @eskimon • #adtechASEAN • 35We Are Social
  36. 36. @eskimon • #adtechASEAN • 36We Are Social 39,000,000 PHOTOS TAGGED WITH #COFFEE ON INSTAGRAM ALONE
  37. 37. @eskimon • #adtechASEAN • 37We Are Social
  38. 38. @eskimon • #adtechASEAN • 38We Are Social 187,000,000 PHOTOS TAGGED WITH #FOOD ON INSTAGRAM ALONE
  39. 39. @eskimon • #adtechASEAN • 39We Are Social PRODUCT POSTS AREN’T RESTRICTED TO ‘PHOTOS OF MY LUNCH’ THOUGH
  40. 40. @eskimon • #adtechASEAN • 40We Are Social SHARING PRODUCTS IS CENTRAL TO MOST FASHION-RELATED POSTS TOO
  41. 41. @eskimon • #adtechASEAN • 41We Are Social
  42. 42. @eskimon • #adtechASEAN • 42We Are Social 67,000,000 PHOTOS TAGGED WITH #OOTD ON INSTAGRAM ALONE
  43. 43. @eskimon • #adtechASEAN • 43We Are Social POSTING PRODUCT PHOTOS OCCURS ACROSS ALMOST ALL CATEGORIES
  44. 44. @eskimon • #adtechASEAN • 44We Are Social AUDIENCES WANT TO POST CONTENT TOO; GIVE THEM A PRODUCT WORTH SHARING
  45. 45. @eskimon • #adtechASEAN • 45We Are Social #2ADVERTISING
  46. 46. @eskimon • #adtechASEAN • 46We Are Social DON’T JUST PLAN FOR SOCIAL POSTS TO BE SHARED; ALL COMMS SHOULD BE SHARABLE
  47. 47. @eskimon • #adtechASEAN • 47We Are Social POSITIVE MENTIONS OF ADS OUTWEIGH NEGATIVE MENTIONS BY A FACTOR OF 3 : 2
  48. 48. @eskimon • #adtechASEAN • 48We Are Social TV ADS DESIGNED TO INSPIRE SHARING DELIVER HIGHER ROI AND ORGANIC REACH
  49. 49. @eskimon • #adtechASEAN • 49We Are Social THE MOST SUCCESSFUL ADVERTS ARE THE ONES WE LOVE TO TALK ABOUT AND SHARE
  50. 50. @eskimon • #adtechASEAN • 50We Are Social ASEAN AUDIENCES ARE TWICE AS LIKELY TO MULTI-SCREEN vs. THE GLOBAL AVERAGE • Source: GlobalWebIndex, Q1 2015
  51. 51. @eskimon • #adtechASEAN • 51We Are Social 91% OF ASEAN’S INTERNET USERS MULTI- SCREEN WHILST WATCHING TELEVISION • Source: GlobalWebIndex, Q1 2015
  52. 52. @eskimon • #adtechASEAN • 52We Are Social ASEAN MULTI-SCREENING BY DEVICE Q1 2015 MOBILE PHONE LAPTOP COMPUTER 64% 51% TABLET DEVICE 32% • Source: GlobalWebIndex, Q1 2015 PERCENTAGE OF INTERNET USERS IN ASEAN WHO HAVE USED EACH DEVICE AT THE SAME TIME AS WATCHING TELEVISION
  53. 53. @eskimon • #adtechASEAN • 53We Are Social IT’S NOT JUST TV ADVERTS THAT INSPIRE SOCIAL SHARING, THOUGH
  54. 54. @eskimon • #adtechASEAN • 54We Are Social THIS WAS ONE OF THE MOST BLOGGED- ABOUT CAMPAIGNS OF THE EARLY 2000s
  55. 55. @eskimon • #adtechASEAN • 55We Are Social SIMILARLY, THIS RECENT OUTDOOR ACTIVITY INSPIRED PLENTY OF SOCIAL COMMENTARY
  56. 56. @eskimon • #adtechASEAN • 56We Are Social #3PACKAGING
  57. 57. @eskimon • #adtechASEAN • 57We Are Social PACKAGING IS A COMMON TRIGGER FOR ORGANIC UGC AND SOCIAL SHARING
  58. 58. @eskimon • #adtechASEAN • 58We Are Social PERSONALISATION IS A CLEAR OPPORTUNITY FOR MANY BRANDS
  59. 59. @eskimon • #adtechASEAN • 59We Are Social ‘SHARE A COKE WITH…’ HAS DELIVERED MASSIVE ORGANIC SOCIAL SUCCESS
  60. 60. @eskimon • #adtechASEAN • 60We Are Social PACKAGING THAT ENTERTAINS OR INFORMS ALSO OFTEN INSPIRES SOCIAL SHARING
  61. 61. @eskimon • #adtechASEAN • 61We Are Social INNOCENT DRINKS’ PACKAGING INSPIRES HIGH LEVELS OF ORGANIC SOCIAL POSTS
  62. 62. @eskimon • #adtechASEAN • 62We Are Social SIMILARLY, FOR TECH BRANDS, ‘UNBOXING’ VIDEOS ARE A POPULAR UGC THEME
  63. 63. @eskimon • #adtechASEAN • 63We Are Social APPLE DOESN’T EVEN MAINTAIN A SOCIAL PRESENCE, BUT IT’S STILL ALL OVER SOCIAL
  64. 64. @eskimon • #adtechASEAN • 64We Are Social THERE ARE THOUSANDS OF APPLE UNBOXING BLOGS AND UGC VIDEOS ACROSS THE WEB
  65. 65. @eskimon • #adtechASEAN • 65We Are Social EXTRA BENEFIT: POWERFUL ENDORSEMENT THAT SHOWS ACTUAL PURCHASE ACTIVITY
  66. 66. @eskimon • #adtechASEAN • 66We Are Social #4CUSTOMER SERVICE
  67. 67. @eskimon • #adtechASEAN • 67We Are Social PEOPLE LOVE TO SHARE GREAT CUSTOMER SERVICE EXPERIENCES
  68. 68. @eskimon • #adtechASEAN • 68We Are Social THIS AMAZON CUSTOMER SERVICE STORY HAS BEEN WIDELY SHARED ACROSS SOCIAL
  69. 69. @eskimon • #adtechASEAN • 69We Are Social SOME BRANDS ARE EVEN BUILT ON SOCIAL CONVERSATIONS ABOUT THEIR SERVICE
  70. 70. @eskimon • #adtechASEAN • 70We Are Social SOCIAL POSTS ABOUT ZAPPOS’ CUSTOMER SERVICE HELPED MAKE THE BRAND FAMOUS
  71. 71. @eskimon • #adtechASEAN • 71We Are Social WHAT’S MORE, MANY ZAPPOS MENTIONS RELATE TO ORGANIC SOCIAL ADVOCACY
  72. 72. @eskimon • #adtechASEAN • 72We Are Social #5EVENTS & EXPERIENCES
  73. 73. @eskimon • #adtechASEAN • 73We Are Social EVENTS ARE ANOTHER GREAT SOURCE OF ORGANIC SOCIAL SHARING
  74. 74. @eskimon • #adtechASEAN • 74We Are Social OFFER PEOPLE AN EXPERIENCE THAT THEY’LL WANT TO TELL OTHERS ABOUT
  75. 75. @eskimon • #adtechASEAN • 75We Are Social OUR ‘LIGHT & SEEK’ EVENT WITH LENOVO INSPIRED PLENTY OF ORGANIC SHARING
  76. 76. @eskimon • #adtechASEAN • 76We Are Social ONLINE EVENTS AND EXPERIENCES CAN ALSO HELP TO INSPIRE CONVERSATION
  77. 77. @eskimon • #adtechASEAN • 77We Are Social BURBERRY ENABLED FANS TO STREAM THEIR FASHION SHOW FROM THEIR OWN PROFILE
  78. 78. @eskimon • #adtechASEAN • 78We Are Social EXPLORE EXPERIENCES THAT ARE OFTEN ASSOCIATED WITH YOUR BAND, TOO
  79. 79. @eskimon • #adtechASEAN • 79We Are Social A TRIP TO BALI ISN’T COMPLETE WITHOUT A BINTANG BEACH OR SUNSET INSTAGRAM
  80. 80. @eskimon • #adtechASEAN • 80We Are Social #6RECRUITMENT
  81. 81. @eskimon • #adtechASEAN • 81We Are Social FAVOURABLE CONVERSATIONS ABOUT JOB ADS DON’T JUST HELP IMPROVE REACH…
  82. 82. @eskimon • #adtechASEAN • 82We Are Social …PEOPLE WILL OFTEN TRY HARDER TO LAND A HIGHLY TALKED-ABOUT ROLE TOO
  83. 83. @eskimon • #adtechASEAN • 83We Are Social EVEN AFTER 10 YEARS, THIS RECRUITMENT AD BY GOOGLE INSPIRES SOCIAL SHARES
  84. 84. @eskimon • #adtechASEAN • 84We Are Social TAKEN TO THE EXTREME, A GREAT ‘JOB AD’ CAN RECRUIT MORE THAN JUST EMPLOYEES
  85. 85. @eskimon • #adtechASEAN • 85We Are Social THE BEST JOB (AD) IN THE WORLD WASN’T JUST ABOUT HIRING AN ISLAND CARETAKER
  86. 86. @eskimon • #adtechASEAN • 86We Are Social #7PRICING
  87. 87. @eskimon • #adtechASEAN • 87We Are Social FOR MANY INDUSTRIES, SOCIAL PRICING MODELS COULD MAKE A LOT OF SENSE
  88. 88. @eskimon • #adtechASEAN • 88We Are Social RETHINK THE ‘GROUPON MODEL’ TO FOCUS ON GROUP-BUYING, NOT JUST DISCOUNTS
  89. 89. @eskimon • #adtechASEAN • 89We Are Social TACTICS SUCH AS ‘PAY-WITH-A-TWEET’ ARE ALSO WORTH RE-EXPLORING
  90. 90. @eskimon • #adtechASEAN • 90We Are Social #8DISTRIBUTION
  91. 91. @eskimon • #adtechASEAN • 91We Are Social FOOD TRUCKS PROVE THAT SOCIALLY- POWERED DISTRIBUTION CAN WORK
  92. 92. @eskimon • #adtechASEAN • 92We Are Social A BIG PART OF THE FUN IS IN FINDING AND SHARING THEIR LOCATION WITH OTHERS
  93. 93. @eskimon • #adtechASEAN • 93We Are Social IT’S THE SAME FOR ‘POP-UP’ STORES; BEING ‘IN-THE-KNOW’ DRIVES SOCIAL SHARING
  94. 94. @eskimon • #adtechASEAN • 94We Are Social #9PROCUREMENT
  95. 95. @eskimon • #adtechASEAN • 95We Are Social SURPRISINGLY, EVEN PROCUREMENT POLICY CAN DRIVE SOCIAL SHARING
  96. 96. @eskimon • #adtechASEAN • 96We Are Social ‘CONSCIENCE MARKS’ AREN’T JUST ABOUT CSR – THEY’RE GREAT FOR SOCIAL TOO
  97. 97. @eskimon • #adtechASEAN • 97We Are Social PEOPLE ENDORSE THOSE BRANDS THAT BEHAVE CONSCIENTIOUSLY
  98. 98. @eskimon • #adtechASEAN • 98We Are Social MAKE THINGS BETTER MAKE BETTER THINGS VS
  99. 99. @eskimon • #adtechASEAN • 99We Are Social #BONUSFROM THE OUTSIDE IN
  100. 100. @eskimon • #adtechASEAN • 100We Are Social EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA
  101. 101. @eskimon • #adtechASEAN • 101We Are Social MANY OF THESE OFFER VALUABLE INSIGHTS INTO WHAT PEOPLE REALLY CARE ABOUT
  102. 102. @eskimon • #adtechASEAN • 102We Are Social WE CAN USE THESE INSIGHTS TO IMPROVE EVERY ASPECT OF OUR MARKETING MIX
  103. 103. @eskimon • #adtechASEAN • 103We Are Social PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  104. 104. @eskimon • #adtechASEAN • 104We Are Social USE SOCIAL TO INFORM YOUR FUTURE, NOT JUST TO PROMOTE YOUR PRESENT
  105. 105. @eskimon • #adtechASEAN • 105We Are Social MAKE THINGS PEOPLE WANT MAKE PEOPLE WANT THINGS VS ~ JOHN WILLSHIRE • @WILLSH!
  106. 106. @eskimon • #adtechASEAN • 106We Are Social CONCLUSIONS
  107. 107. @eskimon • #adtechASEAN • 107We Are Social SUCCESS IN SOCIAL IS NOT JUST ABOUT WHAT YOU POST, OR EVEN WHAT YOU SAY
  108. 108. @eskimon • #adtechASEAN • 108We Are Social SUCCESS IN SOCIAL IS ULTIMATELY ABOUT WHAT OTHER PEOPLE SAY ABOUT YOU
  109. 109. @eskimon • #adtechASEAN • 109We Are Social USE YOUR FULL MARKETING MIX TO INSPIRE VALUABLE ORGANIC SOCIAL CONVERSATION
  110. 110. @eskimon • #adtechASEAN • 110We Are Social LEARN MORE BY DOWNLOADING OUR FREE GUIDE TO BUILDING SOCIAL BRANDS: http://bit.ly/sbtfom
  111. 111. @eskimon • #adtechASEAN • 111We Are Social WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG

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